AI in Advancement: Bridging Innovation, Policy, and Practice-Recording

Video Transcription

Video Summary

In a recent webinar on generative AI, Christy Moss, Vice President of Marketing at the University of Illinois Alumni Association, and Gustavo Seguin, Executive Director for Marketing Advancement and Admissions at the International School of Curitiba, discussed the transformative potential of generative AI in higher education and advancement. They emphasized the importance of understanding AI as a tool for enhancing productivity rather than replacing human input. The webinar, organized by CASE, showcased practical use cases for generative AI, including creating marketing copy and optimizing travel schedules for development trips. CASE's research indicates that AI use in educational advancement is primarily driven by individuals, rather than at an institutional level, with most using it for personalized outreach and writing tasks. Concerns about ethical guidelines and AI’s transparency were also highlighted as crucial considerations for institutions. The session encouraged participants to customize their AI interactions, engage transparently with donors, and participate in upcoming CASE research to further explore AI’s integration in advancement work. The webinar concluded with an invitation for attendees to share their innovative uses of AI and a call to participate in a forthcoming study examining AI’s role in educational advancement. This initiative aims to establish best practices and explore strategic adoption avenues for AI in the profession.

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Keywords

generative AI

higher education

Christy Moss

Gustavo Seguin

CASE

marketing

productivity

ethical guidelines

transparency

personalized outreach

AI integration

educational advancement

best practices